They might as well have some direct say in the matter with the big companies by creating relationships and profiting via licensing.
The big models will and already have copyright filters on, people are just working around them which will always be a battle. They also don't host the videos they create themselves on OpenAI/Grok.
As I said in my comment these videos are not all going to be via the mainline Grok/ChatGPT interfaces and alternative video generators will eventually become widely accessible to the public.
The question is what will happen when "the platform" is a model downloaded on torrent sites and just generates movies from a prompt. On the plus side: excellent compression ratio. On the down side: discussion with your kids about how at the end Snow White did not transform into a gigantic mech and blew up the Evil Queen with rockets. Must be your old memory, dad!
The majority of creation will happen directly through the powerful platforms themselves - YouTube, Meta, TikTok, and Sora. This is the first time where platforms will be able to embed extremely powerful creation tools directly into the platform, and this will undoubtedly begin to take over for the majority of content produced.
Platforms and IP rights holders won't police the 1% of external user uploads. They'll negotiate deals with the platforms in bulk. If they don't license Elsa, Marvel, Pokemon, etc. then the platform wholesale will lose access to the IPs.
Platforms will have to pay. These are probably billion dollar deals. YouTube getting Pokemon exclusively for the next three years? Easily billions. Why even chase random internet users when you can just collect the gigantic platform check from one deal?
It'll look kind of like the cable tv / network model with occasional renegotiations. Or gaming consoles and exclusives. Or networks and sports.